For more than two decades, Su Mathews Hale has thrived at the intersection of design and brand strategy. Using the power of design to develop inspiring creations while solving business problems, Su has collaborated with a broad range of notable clients including Citibank, Disney, Chick-fil-A, eBay, Hawaiian Airlines, Hershey’s, Hyatt, IHG, Papa Johns, Sam’s Club, Samsung, Shutterstock, Taco Bell and Walmart.
Currently as CEO and Chief Creative Officer of Hale Design, a branding agency she opened in 2019, Su recently led her creative team on Papa Johns refreshed brand identity – the visual reflection of the new tone set by the brand - a more modern, bold, fun, fresh and tasty experience. The friendly, streamlined logo reflects the pizza chain's momentum, introduces flexibility to scale digitally and positions Papa Johns for continued success and growth. Prior to Hale Design, she was a former associate partner at Pentagram, New York, and a senior partner and creative director in design at Lippincott, where Su led global projects spanning the full gamut of brand creation and identity development. While at Lippincott, she served as creative director on the famed Walmart rebranding – a massive brand repositioning and revitalization engagement that contemporized the global retail giant while retaining the values of its heritage.
Su also serves as Chair of the Board of Trustees at ArtCenter College of Design in Pasadena, CA.
Transformation by design
After a storied career in the agency world, Su Mathews Hale took a leap – starting her own company in a global pandemic, moving her family cross-country and being more purposeful about the work she takes on. Su will candidly share the surprising lessons she’s learned on her journey including the stories behind her most recent work rebranding Papa Johns and helping bring to market a revolutionary OTC birth control brand.
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Day 1: October 3
Alex Center • Maureen Raisch • Nadya Okamoto • Jeremy Mickel • Nermin Moufti • Jose Canales • Lope Gutierrez-Ruiz & Michu Benaim S. • Nhi Nguyen • Abraham Lule • Leo Porto & Felipe Rocha
Day 2: October 4